汽车营销策略分析.docVIP

本科毕业设计（论文）说明书 汽车营销策略分析 系 别 经贸与管理工程系 专业班级 学生姓名 指导教师 提交日期 摘 要 体验经济的到来，消费者对产品的需求日益提高，体验同质化倾向越来越明显。随着科技的日新月异，汽车与汽车之间的功能性差别日趋减弱，品牌差别就成为消费者区别竞争车型的最主要的因素。因此汽车厂家要持续发展, 就必须为消费者带来独特的汽车体验价值，设法提高体验营销的效果。 作为国内高档汽车品牌体验活动的先锋者，宝马汽车在国内十分恰当地运用了“体验营销”，更加令消费者感受到宝马广为流传的口号：“纯粹的驾驶乐趣（Sheer Driving Pleasure）”。因此，宝马的品牌知名度和销售量都一直居高不下。总的来说，分析宝马运用体验营销的优势和不足，对宝马汽车厂家改进体验营销策略有着重要的参考作用。 本文从理论出发，联系实际，通过用体验营销的5个维度分析宝马汽车成功运用体验营销的实例，归纳宝马汽车应用体验营销的效果与得益，并结合汽车行业的情况得到启示。 关键词：体验经济、体验营销、维度、汽车、宝马 Abstract With the arrival of the experience economy, consumers’ demand of products is increasing and the alike experience is more and more obvious. With the rapid development of science and technology, there are little difference between automobiles’ function, brand difference is to be consumers difference competition of the main factors of automobile. So if automobile makers want to keep developing, it is necessary to provide customers with unique experience value, managed to improve the effect of experiential marketing. As domestic high-grade automobile brand with many experience activities, BMW is very properly using the experience marketing in domestic. It made consumers feel BMW widespread slogan： Sheer Driving Pleasure. Therefore, BMW brand awareness and sales keep risen. Overall, the experience marketing analysis BMW use advantages and disadvantages of BMW car manufacturer, improve the experience marketing strategy has an important role in the reference. This paper, starting from the theory and practice, by using the experiential marketing 5 dimensions to analysis BMW successful examples of experiential marketing, this paper discusses the advantages for BMW automobile, finally try to get the point of improving using experiential marketing. Keyword：Experience of economy, Experiential Marketing, Dimension, Automobile, BMW 目 录 TOC \o 1-3 \h \z \u 摘 要 I Abstract II 第一章 绪论 1 1.1研究背景 1 1.1.1体验经济时代到来 1 1